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Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior

Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior

Rafal Ohme, Michał Matukin, Paula Wicher
Copyright: © 2020 |Pages: 22
ISBN13: 9781799831150|ISBN10: 1799831159|ISBN13 Softcover: 9781799831167|EISBN13: 9781799831174
DOI: 10.4018/978-1-7998-3115-0.ch023
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MLA

Ohme, Rafal, et al. "Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior." Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, et al., IGI Global, 2020, pp. 427-448. https://doi.org/10.4018/978-1-7998-3115-0.ch023

APA

Ohme, R., Matukin, M., & Wicher, P. (2020). Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior. In V. Chkoniya, A. Madsen, & P. Bukhrashvili (Eds.), Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior (pp. 427-448). IGI Global. https://doi.org/10.4018/978-1-7998-3115-0.ch023

Chicago

Ohme, Rafal, Michał Matukin, and Paula Wicher. "Merging Explicit Declarations With Implicit Response Time to Better Predict Behavior." In Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, Ana Oliveira Madsen, and Paata Bukhrashvili, 427-448. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3115-0.ch023

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Abstract

Declarations and actions do not always overlap, and thus, predicting future behavior solely on the basis of self-reported measures seems to be ineffective. The authors propose a confidence index (CI): a measure based on Fazio's attitude accessibility model. CI integrates explicit and implicit perspectives and captures how long a person hesitates when stating an opinion. The more certain someone is the stronger the attitude-behavior link is likely to be. A study was conducted to uncover differences in attitudes between average- and top-performing sales agents from the automotive industry. The results for declarative data did not show any significant differences; however, the CI results yielded interesting significant differences between groups. Random decision forests analyses confirmed that merging explicit and implicit measures increases predictive power of the tool. The study provided actionable insights on how to improve sales team performance, which were then implemented and eventually validated by sales results.

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